Renowned Nigerian filmmaker Kunle Afolayan has revealed that he is hesitant to return to cinema releases unless the current demands of film promotion are reconsidered.
Speaking at the Lagos Business of Film Summit, Kunle Afolayan lamented the physical and mental toll that aggressive promotional strategies take on filmmakers.
Also, he describes the process as unsustainable.
According to him, while he has several film projects ready for release, he is holding back until more balanced and effective marketing models are adopted within the industry.
“For cinema, I’m one of the people who started the cinema gig, and dancing before anybody. I danced in London too, not just locally,” he said.
Reflecting on his early career,Kunle Afolayan recalled the intense publicity tours he embarked on in 2006.
Also, he noted that the experience was draining.
“In 2006, I did all the runs, and it was exhausting. I want to make a film if you can guarantee I don’t have to dance to sell that film. We need to come up with other strategies. How do we sell without exhausting ourselves?” he asked.
The filmmaker also admitted that he struggles to keep up with the current pace of content-driven promotions embraced by some of his colleagues.
“I don’t know how the likes of Funke Akindele and others are doing it — creating skits every day, changing costumes all the time. I can’t do it,” he added.
Afolayan further reiterated his long-standing concerns about the disconnect between box office success and filmmakers’ actual earnings.
Also, he questioned the value of impressive cinema figures if creators do not benefit financially.
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“I don’t want two billion streams at the cinemas and end up receiving ten million naira,” he stated.
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